It inspires people, particularly kids to make creations and figure out how they work, the do-it-yourself, tactile nature really is what drives the experience. Because of the hands-on nature we feel it provides a really compelling experience for kids.

Reggie Fils-Aime

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My name is Reggie. I'm about kicking ass, I'm about taking names,... by Reggie Fils-Aime

My name is Reggie. I'm about kicking ass, I'm about taking names, and we're about making games.

Reggie Fils-Aime

kicking names games

Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.

Reggie Fils-Aime

nintendo challenges thinking

My name is Reggie, and I, am happy. by Reggie Fils-Aime

My name is Reggie, and I, am happy.

Reggie Fils-Aime

names

I feel just like a purple Pikmin. by Reggie Fils-Aime

I feel just like a purple Pikmin.

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feels-just purple feels

The key here are two little words: the word 'or' and the word 'and'. Nintendo is not an or company, with games devoted to just this group or that group. We're an and company, with games for this group and that group and for groups that don't even call themselves gamers yet.

Reggie Fils-Aime

keys games two

There's been nothing proven that violence in video games has an impact. As a parent though, and I'm a parent for a 20-year-old, for a 16-year-old and for a 10-year-old, and so, you know, I make choices everyday for my kids as to what games I think is appropriate for them to play. And, you know, in the end it's up to the parents, it's up to the gamers themselves working with their parents, if they're under 21, to make the smartest choice for the games they play.

Reggie Fils-Aime

impact kids thinking

If competitors don't like our two to one advantage, dominating market share with both SP and DS, well, I've got bad news. Because we just made it two and a half to one.

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news half two

I'd much rather have the consumer buy a Wii, some accessories, and a ton of games, vs. buying any of my competitor's products.

Reggie Fils-Aime

wii accessories games

Being the puppet master, it's like running Nintendo of America. by Reggie Fils-Aime

Being the puppet master, it's like running Nintendo of America.

Reggie Fils-Aime

nintendo running america

We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.

Reggie Fils-Aime

fighting player games

Mario sees himself in Nintendo DS, and he feels like flying. by Reggie Fils-Aime

Mario sees himself in Nintendo DS, and he feels like flying.

Reggie Fils-Aime

mario nintendo flying

The social and economic impact of the earthquake is still very present and is contributing to mental health problems, the mother who lost her husband, or children who lost their parents, and who now are responsible for the whole family, taking children to school and providing food. This transition is still causing stress and depression.

Reggie Fils-Aime

husband mother children

Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.

Reggie Fils-Aime

games running boys

For us, launching new systems is about bringing new consumer experiences to the marketplace and we're doing that with Nintendo land and third-party publishers are doing it with games like ZombiU. For us, now is the right time to launch new hardware.

Reggie Fils-Aime

party land games

DS not only changes Nintendo, it changes our industry. by Reggie Fils-Aime

DS not only changes Nintendo, it changes our industry.

Reggie Fils-Aime

nintendo industry

It was only after the earthquake that the health minister said mental health should be a priority and that the issue was talked about.

Reggie Fils-Aime

issues health earthquakes

The impact of the earthquake on mental health was huge and unimaginably deep in people's lives. Some lost all benchmarks and references because of their great loss, we still have people coming to clinics with mental health problems related to the earthquake. They talk about the earthquake, about being under the rubble.

Reggie Fils-Aime

impact health loss

Attitudes to mental health are slowly changing, there's less stigma among healthcare workers and a greater commitment to provide mental health treatment when doctors and nurses can see people do get better.

Reggie Fils-Aime

health attitude commitment

The government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[....]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.

Reggie Fils-Aime

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With a name like Read MoreThe man Bowser, who better to hold the... by Reggie Fils-Aime

With a name like Read MoreThe man Bowser, who better to hold the keys to the Nintendo.

Reggie Fils-Aime

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